NRMA Motoring and Services has launched a campaign that celebrates how the company’s roadside assistance staff can help people get out of embarrassing car-related problems.

The Proclaimer’s hit ‘I’m on my way’ is the music used in the ad, which carries the slogan ‘No one gets you on your way, like NRMA.’

STW Group agency Lawrence Creative Strategy was behind the campaign.

Lawrence commented: “This line was used many years ago but felt even more relevant today. Too often brands try to keep reinventing themselves rather than stay single minded on what they are truly good at. In NRMA’s case, it was help.”

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Bronwyn Shearer, NRMA’s head of brand and acquisition marketing added: “These ads are about what is at the core of everything we do at NRMA. It reminds people about our point of difference compared to other roadside assistance providers.”